Topic: owned channels
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Why Your Search & Shopping Ads Stop Scaling
Google Ads is a demand capture channel that places ads in front of users already searching, meaning it cannot create new search volume or demand on its own. To achieve growth beyond existing search volume, marketers must invest in demand creation through channels like social media, PR, and conten...
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AI's Marketing Revolution: Reshaping the Ecosystem
AI acts as an accelerator in marketing, enhancing existing trends like the shift towards authentic consumer connections and multi-platform journeys rather than creating entirely new paradigms. Consumer behavior is now fragmented across multiple platforms, with over 60% of search interactions occu...
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